OPINION / ANDREW TUCK
Revel in retail
On Thursday lunchtime a small group of Monocle staffers set out from Midori House with a detectable urgency to their stride. The posse included Tom, our managing editor; Nolan, our Design editor; Helena, who runs film; and Bill from the web team (who sends you this newsletter).
They were off on what has become a biannual fashion pilgrimage. Their destination: Uniqlo. Their target: the drop of the Uniqlo U collection, a limited-edition line that’s produced each season by the company’s artistic director Christophe Lemaire and his Paris-based team. According to Uniqlo he reimagines “everyday clothing using innovative materials and contemporary shapes”.
And this isn’t the first time that our well-dressed team members have made the dash. Like migratory ducks, as each fashion season flips something triggers in their brains and they are off in search of big Ts in spring and puffed-up jackets come autumn.
Last week in New York I walked past an outpost of the skate label Ripndip, which was going full out selling a collection in collaboration with a brand called Teddy Fresh – don’t worry, I was clueless too. Ripndip is based in LA and, I have now learnt, is a playful take on street style with lots of kitten and teddy-bear imagery in play. How about some kitten-shaped slippers or both a teddy and kitty peeping out from a T-shirt pocket? No? Well, I have placed my order for the doormat with the kitten giving a finger and the simple advice, “Go Away”.
But this is the interesting bit: young shoppers waiting in line. Hundreds of them. From 20-year-olds holding their skateboards to 10-year-olds holding the hands of parents clearly wondering why they couldn’t have just gone to The Gap. And around the corner there was also a bouncer-and-queue situation in play at the Adidas store.
The narrative around physical retail has become one of hand-wringing misery. And there’s no doubt that mall operators and the owners of slow-to-manoeuvre high-street chains are looking sweaty-browed. But it’s not a uniform story of decline and again and again what surprises you is how upstart brands such as a Ripndip can turn retail into an experience that generates such a buzz – and clearly a lot of revenue.
And no it’s not just a street thing. Sagra Maceira de Rosen is a part of the Monocle family – she’s helped us in numerous ways, was an on-stage Spanish commentator for our Madrid conference and talks about the luxury industry on M24 too. Over lunch the other day we discussed the world of retail and she told me about one of her favourite shops in London. Koibird sells women’s clothes and accessories linked with one travel destination from where it sources unique pieces. The shop regularly packs up while a radical redecoration takes place ahead of new arrivals. It breaks all the rules and has created excitement, made clothing desirable and got people heading down as soon as it reopens.
These are just a few snapshots of success but the fact that they are happening at every level of fashion retail makes you think that all is far from lost for bricks and mortar – if you are an innovator.
Back at Midori House on Thursday afternoon, there were a lot of Uniqlo shopping bags. Tom had gone for a “grown-up coat” which is yet to debut. Nolan was already rocking his new black-corduroy jacket and looking rather smug about his new look. Meanwhile Bill had chosen a beige fleece number – not, he claimed, because it was back in vogue as a fabric but because he thought it would make him look like the dog he is planning to get. Fashion retail moves in mysterious ways and some of our team in even more wondrous ones.